To increase brand awareness and yogurt consumption at U.S. colleges and universities, Greek yogurt processor Chobani, Norwich, N.Y., has hired the marketing and licensing agency IMG, Winston-Salem, N.C. The two parties in August signed a multiplatform, multiyear marketing agreement designed to increase distribution and visibility on campuses and at retailers coast to coast.  At launch, it covers 17 universities and is expected to grow to more than 27 by its third year. 

Chobani will use IMG College’s access to school decision makers and its partner schools’ intellectual property on campus, in local retail locations, foodservice and athletic facilities.

“College campuses are an effective and increasingly popular place for major brands to build their next generation of customers,” said Andrew Judelson, SVP, US Business Development for IMG. “For a dynamic brand like Chobani, colleges offer great opportunities to introduce delicious products to students and sports fans throughout the day, from a nutritious breakfast on the way to class, to a great post-workout snack, to athletes’ refrigerators.”

 The program will include a digital content series on Campus Insiders (a 24/7 college sports digital network) and events themed around each school’s various sports. Launch schools include Florida, Georgia, Michigan, Ohio State, Oregon, Texas and UCLA.